Miuling Lau Email & Phone Number

Hong Kong Sar

Hong Kong Sar

Hong Kong and Macau sole distributor of Taiwanese bubble tea Chun Fun How(春芳號)

Hong Kong

- worked with a team of 9 to drive 360 marketing strategy and communication plans for a portfolio of Sa Sa privates labels and sole agent brands (over 30 key brands) e.g. Suisse Programme, La Colline, Banila Co., Dr Jart, Dr G, moomshot, Neogence, Beyond, Cyber Colors, Methode Swiss, Sasatinni…- re-defined the brand positioning and strategy of each private label brands.- created all forms of marketing materials for content marketing through online and offline channels (media advertising, events and pop-up stores and KOL seeding).- achieved sales target by building all-rounded user experience for customer retention and acquisition.ACHIEVEMENTS- converted online awareness to offline business with KOL seeding and CRM strategy in 8 in-store promotions and successfully drove HK$24,069,667 with +482% wow effect and 3,253 new users recruited. ROI at 22 times.- launched a new makeup brand Eleanor with high show-up rate(47%) and purchase rate(57%) from online advertising to pop-up store. Business grew +37% and +67% in 2 consecutive campaign months reached HK$8,030,687. Over 3,000 leads generated and 68% are Sasa new users.

Hong Kong

- formulated PR strategy and guidelines for 8 Asia markets (China, Taiwan, Hong Kong, Japan, Korea, Singapore, Malaysia & Australia).- leaded regional press trips to drive quality exposure, media excitement and level-up brand luxurious image.- encouraged inter-markets communication and learning via sharing of best practices and beauty awards.- communicated with headquarter for Asia adaption of marketing strategy and material creation.- monitored local adaptation of PR guidelines for execution excellence and building brand equity.- managed budget and timeline as well as responded to ad hoc request and projects.ACHIEVEMENTS- Business growth: +15% in total Asia over last 3 years & as top 10 skincare brands with high growth rate.- No. of beauty award increased +62% among all Asia subsidiaries.- Leaded 60th anniversary exhibition in Shanghai with over 1,600 participations of journalists, influencers, retailers and VIP customers from all Asia subsidiaries. Event investment was at RMB$4.2 million. The exhibition was turned to 360 branding campaign. Sales of limited edition face oil increased +51.6% while body oil increased +74.1% across total Asia.- 7 regional events organized best-in-class hospitality and massive coverage generated.

Hong Kong

- planned and executed PR campaigns and events in line with brand strategy and ATL and digital plans.- leaded agency for massive media exposure and significant SOV improvement among print and digital media.- synergized A&P budget and PR effort for coverage maximization.- reconnected and built strong media relationship with key fashion and beauty magazines.- supported sales and marketing activities like consumer events and lead special co-op with media.

Hong Kong

- served beauty clients : SK-II, LA MER, bliss, ORBIS, P&G Prestige Fragrances: Gucci, D&G, Hugo Boss, Dunhill, Lacoste and lifestyle clients : VERTU, Pacific Place, Lee Gardens, TWG Tea, Jan Logan- leaded a team of 5 to achieve monthly and yearly coverage goals and event execution excellence.- built strong media network as well as liaise celebrities, socialites, influencers and bloggers for credentials.ACHIEVEMENTS- driven retainer client SK-II yearly SOV to #1 for 3 consecutive years and credited by SK-II as “outstanding agency executive”- received P&G GC Agency EDGE Award 2012 – Insights & Strategy Award